Desigual launches its first made-to-order collection

The Barcelona-based company is relying on artificial intelligence for its upcoming launch. Using this technology, Desigual has created a capsule collection of clothing and accessories that will be sold on a made-to-order basis. The collection is already available on its website in Spain, Germany, France, and Italy, for now.

“This made-to-order collection is the combination of our almost 40 years of history and the continuous cross-sector innovation that we drive within the company,” explained the company’s founder, Thomas Meyer. “We are very excited to test these designs created by our team and supported by artificial intelligence, producing garments and accessories that are made upon customer request. This will allow us to experiment with reducing product stock and explore new ways of reaching consumers, creating almost collaboratively,” added the entrepreneur.

Through this strategy, commonly favored by smaller brands, Desigual’s customers will be able to purchase the items exclusively online and track the production process, estimated to take 90 days. Desigual aims to foster new forms of engagement with consumers and be at the forefront of industry trends.

The initiative aligns with the company’s ambitions for innovation and technological development demonstrated in recent years. Among its innovative projects, the launch of the second edition of its startup acceleration program, Awesome Lab, stands out. Just a month ago, the names of the five participating companies were announced.

Founded in 1984, the Catalan company is present in 104 countries through a network of 377 mono-brand stores and 10 sales channels. With over 2,500 employees, the company offers six different product categories: women, men, kids, accessories, shoes, and sport. According to its latest financial results, Desigual increased its revenue by 3.4% in the 2021 fiscal year, reaching 371 million euros.